business development in law firms

How these simple tricks get your marketing read

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It really is all about you, you, you.
It really is all about you, you, you.

If part of your job is writing to motivate people to buy – or to make people feel a certain way about your brand – you know it’s tough.

Obviously you can use a brilliant image that, in a heartbeat, shows your product and its benefits, whipping your prospects into a ‘wallet out’ buying frenzy. Or maybe your image creates the right positioning for your brand: from luxury to budget or something in between.

But even though your images can be incredibly powerful, it is the words you use that really create impact.

And one of the most useful tricks you can use to achieve this is using the words: you, your, and you’re more times than any other.

In fact on average, three times more.

You might be thinking that the rules of writing copy for social media are somehow different? Maybe because of the speed at which your audience read (or miss!) your messages in their news streams.

So here’s the content of a tweet you might find interesting. It is from Cindy Greenway, Editor in Chief of LawMarketing.com

It strengthens my opinion that, regardless of the marketing channels you use, your messages should always be about your reader.

And this gives some good insight into headline writing too.

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You know that strong headlines that attract attention to your blog post, articles, ezines, emails (and more) are very important. How would you like to know which words you can use that will do exactly this – attract the attention of your readers? Imagine a stronger interest in your law firm blog posts, simply with a few tweaks to your headlines?

The team at Ripenn undertook extensive research and study to determine how to write a great headline and what works to use in headlines. This information was posted on the BufferApp.com Blog earlier this month.

3,016 headlines from 24 top content sites were examined – the most popular words found in their headlines are below.

What does this all mean? Here are some of my key takeaways:

  1. YOU and YOUR are two of the most common words. This means sense considering that the content you created is (or should!) created to help others. Make sure your content is not about you, the writer, but you, the person who needs legal information.
  2. When you use the word ‘this’ in a headline, the reader’s mind switches to a concrete view of whatever you are talking about. The power of ‘this’ is in its specificity.
  3. What, Which and When – These 3 words are all question based. Phrasing headlines in the form of a question does increase click-through rates. In fact, it more than doubles them, on average.
  4. Video – You know video is a must these days. Including the word ‘video’ into a headline (naturally), is a great tactic – it lets people know up front that your post contains video.
  5. ‘How To’ in headlines isn’t only popular, it’s effective! How to in a headline signifies a certain level of education on the subject matter.
  6. The average length of a viral headline is 62 characters. This will be of comfort to you if you struggle with keeping your headlines super short.

Take a look at the headlines you have written in the last couple of weeks. Can you revise some? What will you do differently moving forward to create more attention from your headlines?

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So there you have it. Proof that the old tricks of copy writing work across all channels.

And remember, it really is all about you, you, you.

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This print ad will have John Caples spinning in his grave.

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In printed advertising the headline is the most important part of the overall design.

It must get the attention of your target audience, shaking them out of whatever it is they are thinking and making them read your advertisement. And it has to engage him or her to carry on reading the rest of the advertisement too, which might be written to make the reader take some kind of action.
Research by the late advertising legend John Caples highlights that headlines, and advertising messages in general, can be broken down into three types:
1, Self interest.
Statistically the most successful. These typically use the word ‘you’ a lot and really talk to the reader. And after all, we are all human and want to know what’s in it for us.

2, Announcing news
People love news and being informed of new things. This is particularly true in business-to-business advertising where professionals are always looking to improve their specific knowledge or keep up to date with technological advances.
3, Curiosity
Statistically the least successful headlines but nonetheless they can still be effective. These advertisements try to arouse your targets curiosity to make them read on.
So look at the advertisement below that was kindly brought to my attention by law firm marketing expert Stephen Fairley. It’s for Godwin Ronquillo PC, a law firm based in Dallas and Houston, USA.

An example of a poor advertisement by a law firm

To be honest I can’t really tell if this is printed on an outdoor space or is a static image on a TV screen. Nonetheless , it says absolutely nothing. It’s all about the advertiser not the potential client. And even then, it doesn’t really say much about them either.

I wonder if this advertisement was conceived by a marketing expert or a lawyer? I have a sneaky feeling it was created by the stars of the show, none other than Mr Godwin and Mr Ronquillo themselves.

Stephen Fairley is based in the USA. And I think Godwin Ronquillo PC could do a lot worse than give him a call.

A great and completely free marketing planning and strategy app.

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When I was studying for my Chartered Institute of Marketing qualifications a website that I used constantly was Mindtools. The website gives templates and easy to follow explanations on tools like the BCG, ANSOFF and Porters Five Forces.

I recently found out they had a completely free Mindtools App which I downloaded from the App Store. I’m not sure if they have released it on Android but I guess they would have.

Anyway I just thought I’d give it a plug as you might find it useful. If you’d like it you can download it from here.

Carl

Tesco Law and change management

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Last Wednesday I attended a seminar in London organised by Hubbard One, the law firm customer relationship management people.  The seminar was all about business development in law firms and covered a range of marketing topics most of which I found helpful, particularly the section on improving website conversations and new client acquisition – something law firms always struggle with. Anyway, I was speaking to the marketing manager from law firm Dickinon Dees on thesubject of managing change and I mentioned an article I had published in Legal Marketing Magazine towards the back end of 2009. She seems to like my opinions on the subject and also Flint Bishop’s approach to changing its marketing mix and portfolio of services in response to Alternative Business Structures.

To be honest it’s pretty old now, and I don’t have time to rewrite another up-to-date version, but I thought it might be helpful to share it – so here it is:

Mastering change management

Carl Weston on the actions regional firm Flint Bishop has taken to safeguard against the introduction of alternative business structures.

The legal profession is currently facing a seismic shift in the way it operates, thanks to the Legal Services Act 2007 (LSA) and, in particular, the emergence of alternative business structures. And while some firms may have previously thought the impending changes to be of little consequence, the potentially profound implications posed by external ownership and alternative business structures (ABS) should not be taken lightly.
There was a time, not that long ago, when most lawyers doubted that the LSA would change much of the environment in which they operate – now the picture is very different. And while none of us can predict precisely what effect the changes will have, the profession now recognises that this new regime will transform the landscape.
The smart practices are planning accordingly and taking positive steps, particularly in the sphere of marketing, to safeguard their operations against the increased competition that the emergence of alternative business strategies will encourage.
ABS, as enabled by the LSA, permit new possibilities for the more flexible and competitive delivery of legal services. This means that practices will now be competing with the offer of nationally recognised brands, such as supermarkets (hence the popular reference to ‘Tesco Law’) and motoring organisations, among others, which will now be able to own law firms or employ lawyers and offer legal services directly to their customers.
Most lawyers’ attitudes to ABS are determined by whether they see them as a threat or an opportunity. Some fear they will devalue the status of solicitors and commoditise legal services, and in the worst case, even put them out of business. Others see them as a chance to team up with other professionals to create exciting new types of business and to enable growth by attracting new investment into their firms. Those who support the new Tesco Law claim that it will benefit clients and, at the same time, offer attractive commercial opportunities to lawyers and those organisations that wish to go into business with lawyers. Those opposed to its introduction believe that clients will always have a natural inclination to use services provided by names that are familiar to them, even if they may not provide the best or most appropriate level of service to them.
They claim that the service provided by the likes of the Co-op, Tesco and the AA will inevitably be provided by unqualified call-centre staff, possibly outside of the UK, and overseen by an inadequate number of in-house solicitors.
The debate now, however, should not be about whether ABS are good or bad for the industry, but about how the High Street legal practices can ensure that clients, both individual and corporate, can access high-quality legal services from business structures of all types and sizes.

Taking action
The Midlands-based top-200 law firm, Flint Bishop, identified as long ago as 2005 that diversification was vital in order to safeguard its operation against the marketing of legal services by ABS.

When the LSA was published and it became clear that Tesco law would change the way that many aspects of our business operates, decisive action was needed to market our business in order to compete effectively with nationally trusted brands and increase the private client work that the firm generates from outside its traditional geographical area.
An extensive period of research into the marketing of legal services followed. Our findings showed that family law was viewed as an emotional purchase and not, therefore, suitable for the online marketplace; in addition, the online market for personal injury was already saturated. It became clear, however, that there was an opportuniy to expand our operating areas with the launch of a series of ‘commodity’ legal services, such as wills and conveyancing, which could be readily packaged.
This early research enabled us to steal a march on many competing law firms, who chose to wait and evaluate the impact of the change in regulations before deciding to take positive action.
Since then, we have worked hard to capitalise on our key strengths and have launched a series of ‘at a distance’ conveyancing and will-writing services, which have served to extend our client base substantially.
Working with a team of external consultants, we have developed two distinct brands: Flints Direct and FB Wills Direct .
Quality and reputation are of paramount importance to the firm and we are the first law firm in the Midlands to hold ‘Lexcel 4’, the Law Society’s new mark of excellence for client care and customer service. It was essential, therefore, that our ‘at a distance’ services maintained the same high levels of quality and service for which Flint Bishop is renowned. Both brands offer particular advantages over our traditional service offerings and are marketed and delivered using very different methods.

FB Wills Direct
FB Wills Direct is a dedicated wills and probate service, which aims to simplify and streamline the will-preparation process by enabling individuals and couples to prepare a will online, over the phone, or by post without having to visit a solicitor.
Guidance is available via the telephone to advise the most appropriate will for each individual’s personal circumstances and an online application form that can be saved, paused and revisited as needed – feedback constantly tells us how useful purchasers find this.

Flints Direct
Flints Direct is a dedicated conveyancing service, which simplifies the process of buying and selling homes. Clients from across the UK can obtain immediate online quotes, 24 hours a day, seven days a week. Instant telephone quotes and help are also available around-the-clock (for out of hours calls, telephones divert to a call centre).
A secure online login facility has also been developed to enable clients to access real-time progress reports, while SMS text messaging is available at key stages of the transaction. A comprehensive frequently asked questions and information area is also available.
Detailed research was carried out before the launch of the two services. We made the conscious decision not to market the new operations using typical online marketing tactics, such as search engine optimisation or pay-per-click campaigns; instead, Flint Bishop based its strategy on targeting organisations with no fewer than 5,000 members or employees, thus creating a network of ‘affiliate partners’.
The key benefit for the member organisations was the opportunity to provide its existing target audience with an added resource of discounted legal services via its own individually branded website.
In addition, each organisation can opt to receive either a referral fee (with strict adherence to solicitor’s regulation authority rules), from each matter the website generates, or to pass on the fee to the member as an additional discount. Interestingly enough, the vast majority of our partners have chosen the latter.
FB Wills Direct has been hugely successful within the charitable sector; and given the increasing competition for charitable giving, one unexpected by-product from the launch of FB Wills Direct is the opportunity that it presents for the consumer to leave a legacy to the charity in question.
In order to maintain control over our brand and ensure that we continue to deliver the highest possible levels of service, we elected not to join one of the growing number of alliances of firms marketing private-client legal services.
Clients using our services can be assured that they are marketed and delivered solely by our team of experts. Working with partners enables us to maintain total control over our brand and by owning the whole brand we are able to react quickly to feedback in order to ensure constant improvements to the services we offer.

The outcome
Since the launch of the schemes back in 2007, more than 30 high-profile organisations have signed up to become an affiliate partner. They range from regional financial organisations such as the Loughborough Building Society, the Earl Shilton Building Society, the Dudley Building Society and a user group of more than 450 IFAs, through to major national and international organisations including The British Medical Association, The Land Registry, Breast Cancer Care, Marston’s brewery, The Children Mutual, Voice (previously The Professional Association of Teachers) and, most recently, Oxfam, the world’s third-largest charitable organisation.
This gives us a total audience of more than five million people – more than any of the current alliances, which have been forced to unite to market their services.
In fact, our ‘at a distance’ services have generated in excess of 500 transactions per month – and from a geographically remote client base that would otherwise not have used the services of Flint Bishop.

Going forward…
Not content to rest on our laurels, however, we will shortly be extending our portfolio of brands, with the launch of a UK-wide fixed-cost employment law solution targeted at the small-to-medium-sized enterprises market, which will also be marketed online.
In return for a fixed monthly fee, registered users can download a whole host of employment guides and documents drafted by our lawyers. There is also the option to contact a lawyer directly where required.

In summary, I believe that the legal profession needs to ensure that it is ready to face the challenges of the new legal marketplace. And providing that like Flint Bishop, firms continue to plan and are prepared to expect markets and conditions to change, then it will be equipped to face change.